Estimating expected conversions from influencer partnerships requires a systematic approach, drawing on past campaign results, funnel assumptions, and attribution models. This process can improve budget allocation decisions and ultimately increase campaign ROI.

1. Past Results: Brands often identify successful elements from previous campaigns, e.g., influencer profiles, platforms used, campaign format, etc. This data can provide realistic estimates about potential conversions.

2. Funnel Assumptions: An understanding of the customer journey is critical. Brands should consider the typical path from influencer outreach to conversion (awareness – interest – desire – action). Historical data and industry benchmarks can inform these assumptions.

3. Attribution Models: The attribution model defines how credit for conversions is distributed across different touchpoints in a customer’s journey. This can help brands understand how much influence a partnered influencer has over the conversion process.

Influencer marketing platforms like Flinque, for instance, offer tools to help brands through these steps. They provide insights on past campaign performance, funnel analytics, and multi-touch attribution. However, the appropriateness of any platform hinges on individual brand needs and objectives.

For instance, if a brand’s objective revolves around awareness, platforms strong in reach and engagement statistics may be useful. If conversion is the goal, platforms with robust conversion tracking and attribution modeling may be more appropriate. It’s important to match needs with platform capabilities.

The process of estimating conversions is not an exact science, but a combination of analysis, assumption, and iterative refinement. With careful planning and a data-driven approach, brands can make informed decisions about influencers and campaigns, maximizing their marketing ROI.